ISSN 2581-5369
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Means – End Chain Analysis
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Ritwick Kundu
Management Graduate from JIMS, Noida, India
Abstract
Motivation of consumers is an essential drive which makes them take a specific action on the buying process. Though there are large number of theories available to assist marketers to manage consumers’ motivation, the Means-End-Chain Model goes a step further of linking product attributes with deep-routed consumer values through rational and emotional benefits from the selected attribute. In fact, this approach is more comprehensive as it aligns consumers’ buying actions with basic values and uses appeals to both heart and mind.
Keywords
Type
Research Paper
Information
International Journal of Law Management and Humanities, Volume 5, Issue 2, Page 1004 - 1007
DOI: https://doij.org/10.10000/IJLMH.112931Creative Commons
This is an Open Access article, distributed under the terms of the Creative Commons Attribution -NonCommercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting, and building upon the work for non-commercial use, provided the original work is properly cited.
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